Your SlideShare is downloading. ×
0
Renay Picard - Sales and Marketing Alignment, Marketo's Revenue Rockstar Tour
Renay Picard - Sales and Marketing Alignment, Marketo's Revenue Rockstar Tour
Renay Picard - Sales and Marketing Alignment, Marketo's Revenue Rockstar Tour
Renay Picard - Sales and Marketing Alignment, Marketo's Revenue Rockstar Tour
Renay Picard - Sales and Marketing Alignment, Marketo's Revenue Rockstar Tour
Renay Picard - Sales and Marketing Alignment, Marketo's Revenue Rockstar Tour
Renay Picard - Sales and Marketing Alignment, Marketo's Revenue Rockstar Tour
Renay Picard - Sales and Marketing Alignment, Marketo's Revenue Rockstar Tour
Renay Picard - Sales and Marketing Alignment, Marketo's Revenue Rockstar Tour
Renay Picard - Sales and Marketing Alignment, Marketo's Revenue Rockstar Tour
Renay Picard - Sales and Marketing Alignment, Marketo's Revenue Rockstar Tour
Renay Picard - Sales and Marketing Alignment, Marketo's Revenue Rockstar Tour
Renay Picard - Sales and Marketing Alignment, Marketo's Revenue Rockstar Tour
Renay Picard - Sales and Marketing Alignment, Marketo's Revenue Rockstar Tour
Renay Picard - Sales and Marketing Alignment, Marketo's Revenue Rockstar Tour
Renay Picard - Sales and Marketing Alignment, Marketo's Revenue Rockstar Tour
Renay Picard - Sales and Marketing Alignment, Marketo's Revenue Rockstar Tour
Renay Picard - Sales and Marketing Alignment, Marketo's Revenue Rockstar Tour
Renay Picard - Sales and Marketing Alignment, Marketo's Revenue Rockstar Tour
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Renay Picard - Sales and Marketing Alignment, Marketo's Revenue Rockstar Tour

473

Published on

Sales and Marketing Alignment: One Marketer's Journey

Sales and Marketing Alignment: One Marketer's Journey

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
473
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
8
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Sales & MarketingAlignment: OneMarketer’s JourneyRenay PicardDirector of Marketing #RockTheRev
  • 2. Agenda Defining Sales & Marketing Alignment How do you get there? Enter Revenue Cycle Analytics… Beyond process and technology – other critical elements for alignment Q&A#RockTheRev
  • 3. Introduction Renay Picard, Director of Marketing Quaero, a CSG Solution Quaero is a leading customer engagement agency that helps our clients increase customer value through insight-driven, one-to-one engagements. Customer Engagement Marketing optimizes every prospect or customer interaction through a combination of analytics, derived insight, advanced technologies and cross-channel strategies applied by a team of experts in a rigorous, holistic way.#RockTheRev
  • 4. Introduction QUAERO#RockTheRev
  • 5. Quaero: Sales & Marketing Direct Sales model with 90 – 120 day sales cycle Team makeup:  2 field sales reps with plans to grow  4 client managers  2 marketers  2 inside sales reps Audiences  Mid-sized companies and divisions of larger entities  Targeted verticals  Marketing executives/managers + some IT titles CRM & Marketing Automation Tools  CRM: Salesforce.com  MA: Marketo#RockTheRev
  • 6. How do we define Sales & Marketing alignment? Sales and Marketing are aligned when all members of the team are effectively working together towards specific business outcomes, i.e. shared revenue goals.#RockTheRev
  • 7. How do we define Sales & Marketing alignment?#RockTheRev
  • 8. How do we define Sales & Marketing alignment? April 2011 “Drive Tech Marketing And Sales Alignment With Lead-To-Revenue Management” The Relationship With Sales Is Dismal Across The Board#RockTheRev
  • 9. So how do we get there? Tips for getting started - Roadmap for Sales & Marketing Alignment • Gain support from management • Get back to basics • Map out the lead lifecycle#RockTheRev
  • 10. Taking it to the next level: Marketo’s Revenue Cycle Analytics (RCA) Prior to RCA… Top of the funnel Leads/sources very clear via Marketo analysis Mid-to-late funnel Opportunities/closed deals very clear via SF.com reporting The missing link: the lead stages in between!#RockTheRev
  • 11. Taking it to the next level: Marketo’s Revenue Cycle Analytics (RCA) What would the value be? 1. Determine what the definitions/SLAs would look like as a team. 2. Translate these agreements to a lead lifecycle model within RCA to provide clear insights. 3. Utilize these insights to take appropriate actions.#RockTheRev
  • 12. Taking it to the next level: Marketo’s Revenue Cycle Analytics (RCA) The journey… RCA Success Program kickoff – project plan Build Sessions3.1 Session 1: Discovery and Setup Prerequisites: 1. Completed Revenue Model (Training Registration Link) 2. Custom Fields Selected3.1.1 Not Started 9-Feb 9-Feb Quaero & Marketo Discovery Goals with Revenue Cycle Analytics3.1.2 Not Started 9-Feb 9-Feb Quaero Define: Top 3 Reports (VP of Sales, Marketing) Top Reports for Sales and Marketing3.1.3 Not Started 9-Feb 9-Feb Quaero & Marketo Overview of Revenue Cycle Analytics Overview of product/implementation schedule3.1.4 Not Started 9-Feb 9-Feb Quaero & Marketo Review: Revenue Model Success Path Confirm that Modeler is set up and Approved.3.1.5 Not Started 9-Feb 9-Feb Quaero & Marketo Setup: Install Explorer on their Instance of Marketo Provisioning of Explorer may take up to 24 hours.3.1.6 Not Started 9-Feb 9-Feb Quaero & Marketo Define: Custom Fields to Sync Determine Custom Fields that should sync over to Explorer Top reports Look at Goals of Review of for Sales & custom RCA RCA Explorer Marketing fields #RockTheRev
  • 13. Taking it to the next level: Marketo’s Revenue Cycle Analytics (RCA) The journey… Mapping our model Anonymous Prospect Lead Qualified Lead Sales-Ready Lead Sales Stages 3+5 Success Path Stages AWARENESS EDUCATION CONSIDERATION PURCHASEStage Name Anonymous Prospect Lead Qualified Lead Sales-Ready Lead Sales Stage 3 = PROVE 50% Sales Stage 5 = PENDING SALE 80% A Sales-Ready Lead has beenStage Description qualified by Inside Sales. Pain has Anyone who visits the website Leads for whom we have an been identified and the individual is or comes in by other means and email address + phone number or either a major influencer, business we cannot identify who they terrestrial information or other The Lead has shown interest by A Qualified Lead has achieved a user and/or decision maker. The are. At this stage we have no information that allows us to engaging with us by filling out a score of XX and has met the criteria Inside Sales Rep can schedule a Sales Stage 3 has an Opportunity Sales Stage 5 are Pending Sale at 80% in meaningful information. market to them. form or visiting our website. for industry, title, size of company. meeting with the Sales Executive. associated with it. SF.com.Stage Type (Inventory, Stage, Gate) NAIf SLA how many days NATrack by Account (y/n) NA No No No Yes Yes Yes Transitions To Next Success Stage To Known To Engaged To Prospect To Lead To Opportunity To Won NA An Lead can become a Qualified A Prospect can become a Lead by Lead by achieving a specific lead A Qualified Lead can become a Sales A Sales-Ready Lead moves to Sales Description System triggered transition clicking on a link in an email, score (TBD). They must meet Ready Lead once Inside Sales has Stage 3 once there is an Sales Stage 3 can become a Sales when Anonymous becomes filling out a form, visiting specific certain criteria for: industry, title, further qualified via a live Opportunity associated with it in Stage 5 once it is Pending Sale at known. web pages, etc. size of company conversation. SF.com. 80% in SF.com. NA MARKETING DRIVEN SALES DRIVEN Warm lead prior to Qualified Lead?QUESTIONS Need to remove the ambiguity. This would involve further Need specifics (see SRL) qualification. #RockTheRev
  • 14. Taking it to the next level: Marketo’s Revenue Cycle Analytics (RCA) The model…#RockTheRev
  • 15. Taking it to the next level: Marketo’s Revenue Cycle Analytics (RCA)#RockTheRev
  • 16. Taking it to the next level: Marketo’s Revenue Cycle Analytics (RCA) Revenue Explorer Reports…one example#RockTheRev
  • 17. So what’s next? Final RCA Success Program session Develop new reports that meet the needs of Sales and Marketing and the larger organization Fine tune existing reports Develop formal lead nurturing program and evaluate results on stage flows#RockTheRev
  • 18. How else are we working on Sales & Marketing alignment? Prospecting training for Inside Sales “Fluid” process between Marketing and Sales Preparation for formal lead nurturing program#RockTheRev
  • 19. THANK YOU! QuestionsRenay Picardrenay_picard@csgsystems.comhttp://www.linkedin.com/in/rpicardBlog post on Sales & Marketing alignment:http://quaero.csgsystems.com/blog/326-b2b_sales_and_marketing_alignment #RockTheRev

×